Branding propositions for Sadler's Wells East.
The Well is an East London offshoot of the contemporary dance theatre, Sadler's Wells.
The simplified name highlights the history of performance at the local watering hole while reading as more contemporary due to its brevity.
The brand concept revolves around the idea of visually representing the abstraction of contemporary dance practice. Organic gestural shapes lend motion to the venue's imagery.
These coupled with the use of color create a more approachable brand image with the intent of attracting new audiences and engaging the community.